Client: Province of New Brunswick & New Brunswick’s Food and Beverage Industry
Project: Saveur NB – A Food and Beverage Industry Initiative
Strategic Partner: Portfolio – A Strategic Action Company
The Strategic Challenge
The New Brunswick food and beverage sector faced multiple challenges:
1. Limited Consumer Awareness: Many New Brunswick residents and visitors were
unaware of the diversity and quality of local food and beverage products.
2. Access to Markets: Local producers struggled to gain visibility and shelf space in retail
and distribution channels.
3. Industry Fragmentation: The sector lacked a unified voice and structure to effectively
advocate for policies that support local food.
4. Tariff and Trade Uncertainty: Ongoing trade tensions, particularly with the United
States, underscored the need for a robust domestic market for Canadian-made products.
5. Sustainability and Resilience: There was a need to strengthen local supply chains,
making the industry less vulnerable to external disruptions.
Portfolio’s Strategic Action Approach
Portfolio, leveraging its ReThink Process, developed Saveur NB as a sustainable and action-
oriented solution that moved beyond traditional economic development models. This approach
ensured execution, industry engagement, and tangible outcomes.
Key Strategic Actions Taken
1. Industry Alignment and Stakeholder Engagement:
o Portfolio convened government representatives, producers, retailers, and food
industry leaders to align priorities and objectives.
o Created a governance structure that included representation from Indigenous and
Francophone communities, ensuring diversity and inclusivity.
2. Market Expansion and Consumer Awareness Campaigns:
o Launched the Saveur NB Accelerator Program to support food entrepreneurs
and enhance export readiness.
o Established strategic partnerships with retailers, grocery chains, and food service
providers to create dedicated "Saveur NB" branded sections in stores.
o Introduced a storytelling initiative that featured profiles of local farmers,
producers, and chefs to create emotional connections with consumers.
3. Policy and Advocacy for Local Food Support:
o Collaborated with policymakers to advocate for procurement policies that
prioritize New Brunswick-based food suppliers.
o Worked with tourism boards to integrate local food and beverage experiences into
regional tourism marketing campaigns.
4. Building Economic Resilience Through Local Sourcing:
o Addressed tariff concerns by reinforcing the importance of "Made in Canada"
branding.
o Encouraged local businesses and institutions to source from New Brunswick-
based suppliers, reducing dependency on external markets.
o Partnered with food banks and institutional buyers to integrate local food into
broader supply chains.
5. Financial Sustainability and Growth:
o Secured government funding through provincial and federal economic
development programs.
o Developed a diversified revenue model, including branded merchandise,
membership fees, and private-sector sponsorships.
Outcomes and Impact
Increased Consumer Engagement: Saveur NB is increasing consumer interest in New
Brunswick’s local food products, leading to higher sales and demand.
Expanded Market Reach: The Accelerator Program enables local businesses to scale
operations and enter new markets, including export opportunities.
Enhanced Policy Influence: Government institutions are considering more local food
procurement policies, supporting economic growth within the province.
Stronger Industry Collaboration: By fostering relationships among producers,
distributors, and retailers, Saveur NB is quickly positioning itself as a central hub for
industry development.
Resilience Against Trade Disruptions: The initiative can help to mitigate risks
associated with U.S. tariffs by prioritizing domestic market development and advocating
for trade diversification
Conclusion
Saveur NB represents a transformative initiative for New Brunswick’s food and beverage sector. Portfolio’s execution-first mindset, underpinned by the ReThink Process, ensured that Saveur NB moved beyond strategic planning into real-world action. This initiative not only supports economic resilience but also strengthens community connections through a shared appreciation of New Brunswick’s unique food culture. With continued growth, Saveur NB is poised to become a national model for regional food industry development, reinforcing the power of local-first movements in the evolving global trade landscape.
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